VẬN DỤNG MÔ HÌNH IPA TRONG ĐÁNH GIÁ CHẤT LƯỢNG DỊCH VỤ DU LỊCH TẠI CÁC LÀNG NGHỀ TRUYỀN THỐNG Ở THÀNH PHỐ ĐÀ NẴNG

Abstract

The research was conducted in traditional craft villages in Da Nang City to assess the tourism service quality of these destinations. In this research, “Importance – Performance Analysis” (IPA) was applied with five variables: “Tangibles,” “Reliability,” “Behaviour and Responsibles,” “Insurance,” and “Empathy.” The participants were 120 tourists who used to visit traditional craft villages in Da Nang. The results shows that tourists believed that these indicators were important to assess the service quality but were not satisfied with the service provided in reality. Thus, the article recommends and proposes four group solutions based on the priority levels to improve the quality of services in traditional craft villages in Da Nang City.